Understanding customers’ preference and factors influencing their choices are important to firms’ strategists. These provide opportunities for firms to design suitable products to attract customers’ attention and earn competitive advantage through strategic positioning. This study explored factors influencing the choice of mobile phones among public servants in Obafemi Awolowo University. Primary data were collected through survey from 150 public servants with 80% response rate. Data collected were analysed using descriptive analysis. The results showed that income level, job status, brand, price, phone features and functions were key considerations. Other important factors include age, gender and social lifestyle. Mobile phones aid effective communication and improved work performance among the public servants. The study concluded that for mobile phone firms to remain competitive, adequate attention could be paid to the identified factors.

Keywords: Mobile Phones, Choice, Brand, Nigeria, Knowledge institution